How Location Data Improves Targeting, Measurement for Connected TV and OTT Advertising - eMarketer
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eMarketer Interview

How Location Data Improves Targeting, Measurement for Connected TV and OTT Advertising

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An interview with

Brian Slitt

Chief Revenue Officer, NinthDecimal

Interview summary

Though location data was first used for geofencing and geotargeting, the industry has progressed far enough for ad buyers and sellers to leverage it in the connected TV and over-the-top (OTT) spaces. eMarketer’s Lauren Fisher spoke with Brian Slitt, chief revenue officer of location data services firm NinthDecimal, about how location data plays a pivotal role in reaching consumers in connected TV and OTT viewing environments.

Interview

eMarketer: NinthDecimal focuses heavily on helping marketers and publishers to leverage location data. Is your work seeping into the connected TV and OTT spaces?

Brian Slitt: On the consumer side, the practice of appointment TV viewing, or watching at a specific time and place, is diminishing. Instead, consumers are using different devices to determine when, how and where they watch. This is relevant to marketers because many of these devices are in someone’s hand as they watch, and these viewers have a proclivity to be on the go—whether that means they’re out and about or at home doing other things at the same time.